How to Generate NEW Revenue with Golf and Spa Cards this Spring
1. # #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
How to Generate NEW Revenue
with Golf and Spa Cards this Spring
March 27, 2014
2. # #PromotionsLab
How to Interact with Us
GoToWebinar™
Questions Panel
Twitter Hashtag:
#PromotionsLab
Note: We are recording this
webinar and you will receive
an email with links to the
recording and the slide deck.
6. # #PromotionsLab
Agenda
• What are Cards
• Why they can Work for You
• Categories to Target…NOW
• The Sales Process
• Power of Promotion
• The Nitty Gritty
7. # #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
WHAT ARE CARDS
14. # #PromotionsLab
How to Structure a Golf Card
8-12 Different Courses
Round of Golf at EACH participating course
Valid throughout 2014 Season
Add a Title Sponsor
Some Restrictions are Acceptable
Must pay cart fee
Valid weekdays and weekends after 1
Add a Title Sponsor
for Even MORE
Revenue!!!
24. # #PromotionsLab
How to Structure a Spa Card
ONE great spa
4-6 services
Massage, facial, manicure, pedicure,
signature treatment
Avoid hair services
Valid for a minimum of 3 months
36. # #PromotionsLab
Incorporate your advertiser’s logo and name
wherever possible
Show the value of everything included
Think outside of the box – showcase your
unique attributes
Use all assets available to you
Tips for Creating Your Promotional Package
51. # #PromotionsLab
Age and Gender
information about
your customers
Heat Map of
where your deal
purchasers are
located
Merchant Center: Demographic Data
52. # #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
TOOLS FOR SUCCESS
55. # #PromotionsLab
Your Card Launch Checklist
Action Deadline/Date Completed
Decide on Card Type
Create Sales Package and Prospect List
Launch Internally with Staff
Sell, Sell, Sell – Deadline to Close
Finalize Logistics with Merchant
Set-up Deal in SSM Admin
Promotion Launches – print/online/social/email
56. # #PromotionsLab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
NEXT STEPS
Comment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
Tons of information, case study, industry insights and articles not only us but from your peers – leaders in the industry of promotions, deals, and contests
-multi offer ‘punchcards’ for multiple merchants-great high price point allows you to group similar businesses together to give customers a great value $99-$150 on average per card, straight trade-encourage repeat business and also gives customers opportunity to try new businesses-Multi Merchant cards are great for golf or ski deals-Single Merchant cards are ideal for spas – include several treatments for one great, upscale spa – this will encourage repeat business and grow loyalty-Choose between printed/mailed redemption OR digital/mobile redemption for each campaign you run
Cards give you something new to bring to partnersExpands your offering for consumersHelps you focus on top performing categoriesCan help raise per deal revenue and increase average priceProduct geared towards advertisers you may not be working with – new digital revenueConvert them into regular deal advertisersProven track record - THEY WORKRight categories for deals and especially so with cardsbig revenue a few times a year - who doesn’t need that
No problem – this can work for you, too!Cards work for any media type and market sizeDiversify your digital portfolioBe apart of the growing Local eCommerce trendCan be incorporated into other campaign-based promotions like special sections, contests, sales promotionsEasy to plan and execute with existing resourcesTarget advertisers that are not traditional core media buyersbig revenue a few times a year - who doesn’t need that
ShawnMarket Size: 119Type of card: GolfGross Revenue: $175K+Details: $99 Traverse City, MI Insights2014 card launching in NovemberExpecting $225K this year in cardsGross and net are the same thing for usSelling 3 regional cards at one time51 courses
Market 109
Market - 75----- Meeting Notes (1/22/14 11:28) -----KentGross revenueNET (if you're okay sharing it)Number of merchants involvedLaunch date and scheduleType of courses (executive?, etc.)
Liz
LizNew Sponsorship OpportunityAdditional Revenue OpportunityOnly works for multi-merchant cardsBranding for CompanyUnique OfferIn ALL PromoGreat Audience – align audiences with related and complementary sponsorsGolf TargetsGolf retailersGolf pros and lessonsAlcoholDriving rangesResortsAny premium or lifestyle brandSki TargetsRetailersTravel agenciesChalet rentalsResorts
Perfect opportunity to tie-in a cardEngage and grow your audience with contestsMonetize them with a card and contest sponsorships
Liz
Market 257
For an ever deeper integration is to make your card a prize for your contestThis would work really well here – spa card for mom!
SHawn– answer question
Shawn– answer question
Key selling point – in fact THE #1 essential selling pointNew advertising opportunity for your merchant – especially those who’ve never advertised with youYour key leverage to get a great offer from your advertiserYour opportunity to make a big splash and even showcase all the products you have to offer including some new, exciting ad units
Category Specific ProgrammingVIDEOOnline DirectoriesLive ReadsIn Studio InterviewsTalent – sports guys plays course and talks
LizIn Studio InterviewsOnsite RemotesLive ReadsCategory specific programming
ShawnWhat advertisers get-promo donut spots-landing page on website-links to their website-feature one-hole in sports cast each nightWhat we get
Golf: sell it annually but feature and refeature it through the golf season (length will be dictated by your market) – but start before the holidays and run through at least June for Father’s DayValentine’s Day: spa card – still time but you better act quicklyMother’s Day: spa card for MomHolidays: cards are perfect as gifts!All of these can be gifts throughout the year
Use these templates to give you a guideline For tracking and redemptionThese all have QR codesUnique IDs
As a site you will choose which fulfillment method your merchants/consumers will receive.We are thrilled to be able to offer both a physical/mailed card as well as on demand printed certificates and mobile redemption
Printed/Mailed cardQR code for merchant redemption and trackinghuge for merchantfour sided card - size of a business card when foldedtemplates from SSM or create your own with provided dimensions7% plus $5 per card7-10 days for shippingmerchant center for tracking/fulfillment/redemption
Mobile/print on demand fulfillment‘card’ on your phone or tablet - merchant chooses offer to redeemprint individual certificates for each offer/serviceimmediate fulfillmentmerchant center for tracking/fulfillment/redemption
----- Meeting Notes (6/10/11 09:37) -----Your reps should be the front line on filtering out bad deals; the deal committee's purpose is to find the best deals possible that are going to drive revenue, excite users to buy and share and put the company in the best possible light with users and advertisers.
Our big pages curate all of the articles we have around a specific topic or theme – and we just added one for deal cardsPlease check out the lab – this is also where we will publish the takeaways for this webinar
EBOOK!Short URL?
LizMulti-Merchant or Single > Theme/Category; for this example, let’s go with golf.Since you want to have your reps selling two months ahead, start planning 3-6 months aheadTwo months before launchGive yourself extra time for any stragglersStrive to have the deal wrapped and ready to launch at least a week before launchTest artwork; finalize deal detailsMake a splash; leverage all of your assets to promote your card; align with existing promotions to get an extra boost